A well-crafted CTA or call to action would a major aspect of any webpage. It would be best described as a signpost that would let the user know what should be done next. It would not be wrong to suggest that without a clear CTA, the user may not know what the next steps for making a purchase of a specific product or signing up a newsletter. As a result, the user would be highly likely to leave the website without accomplishing the specific task. Call to action would make it relatively clear to the prospective customers about what actions to be taken next. It would also assist in removing friction in moving the user down the sales funnel.

There could be several calls to action on the page provided there have been numerous desired actions for the users to take. For instance, in the event, a reader comes across a blog article and there has not been a clear call to action at the bottom of the post, chances would be higher about the reader leaving the website without completing any other available tasks. However, if there has been a CTA at the bottom of the post asking them to go through more articles or for signing up for an e-mail newsletter, it could encourage them to continue interacting with the website.